Hero MotoCorp is a giant in India’s two-wheeler industry. The company moves hundreds of thousands, if not millions, of motorcycles and scooters annually, most of them affordable, small-displacement models built for daily commuting. But in 2023, Hero made headlines when it teamed up with Harley-Davidson to co-develop the X440, a small roadster aimed at attracting younger riders to the Bar and Shield.
Built in India by Hero and sold under Harley's brand, the X440 became the most accessible Harley ever made. Shortly after, Hero launched its own version of the platform: the Mavrick 440. It featured the same core hardware but carried Hero’s own design, tuning, and branding. On paper, it was a strategic move. In reality, it didn’t last long.
Hero has now discontinued the Mavrick 440. Production and dispatches have stopped, and reports out of India say the bike hasn’t been manufactured or shipped in months. In contrast, the Harley X440 continues to sell well and remains in Harley’s Indian lineup.
So what went wrong?
One possibility is pricing. In India, the Hero Mavrick was slightly cheaper than the Harley X440, with a difference of just Rs20,000 to Rs30,000 depending on the variant. That’s roughly $240 to $360. It’s not hard to imagine Indian buyers stretching their budget to get the Harley badge instead, especially when both bikes share the same 440cc engine and chassis.
Another factor could be brand perception. Hero is best known for budget commuters. Its name carries weight in rural India and urban centers alike, but not in the premium space. Consumers might simply have found it hard to accept Hero as a maker of more aspirational machines. Sometimes, a company’s reputation in one category can work against it when it tries to play in another.
That said, Hero doesn't walk away from this empty-handed. It co-developed the platform that underpins the Harley X440 and manufactures it locally, likely earning revenue from every unit sold. More importantly, the Mavrick was never going to be a core product for Hero. It was a calculated attempt to stretch the brand and test its premium aspirations. If anything, the experiment helped reinforce Hero’s strengths—high-volume, affordable mobility for developing markets.
The X440 carries on, and Hero’s production lines keep humming with commuters and scooters. The Mavrick 440 may be gone, but to call it a failure might be a bit of a stretch. Perhaps, it just affirms that Hero’s strength lies in accessible and affordable commuters for the masses.
Source: The Financial Express
